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Adtech signs

Adtech signs

ADTECH, a provider of ad serving technology and part of AOL, has announced that it will provide video ad serving across the partner network of leading lifestyle and entertainment web sites. produces stylised entertainment programmes specifically for the internet.

From Hollywood film premieres to the West End’s top musicals, these programmes cover the glamorous and frenetic nature of film and show launches, and are broadcast across the partner network, which the company expects will reach five million viewers and a total of 20 million impressions per month by the end of 2008.

Kit Desai, country manager at ADTECH for UK and Ireland, said, “With eMarketer recently estimating the online video market to be worth around £700m a year, it’s important that providers and advertisers deliver ads in a manner in which viewers will accept them – otherwise the market will not grow in line with predicted expectation.

“We’re delighted that recognised the strong video ad serving technology we have and its ability to simplify the management and control of video ads. We’re looking forward to working with them and deploying the technology across their partner network.”

Andrew Super, commercial group director at, added, “Because all of our online TV programmes are funded through rich media advertising, it’s critical that we please both advertisers and audiences alike. We had been testing the market for demand through our existing in-house ad server, but soon realised its shortcomings and our need for a more stable and reliable ad server. It had to be independent of our company with a global reach, but particularly well supported in the UK and Germany, our primary markets.

 “We evaluated video ad serving technologies from several online advertising companies and it was pretty clear from our perspective that ADTECH’s video ad serving technology, powered by LightningCast, would meet our needs perfectly. The viewer experience of watching videos across a partner web site is of a dynamic nature. This means they may watch several clips across several players, so we need to follow them throughout the session and use advertising tactically. The ADTECH technology enables us to do just that. It optimises the ads from a user session perspective and doesn’t over or under play them. We find it to be highly attentive and easy to manage.”

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